NVIDIA to cut GPU prices again?

NVIDIA is on the verge of launching even more aggressive price cuts on its graphics hardware in a bid to remain competitive with AMD, companies making third party boards reportedly claim. Following a Jon Peddie Research study showing AMD's ATI Radeon HD lineup increasing marketshare to 40 percent (obtained by Electronista), NVIDIA is said to be expanding on earlier cuts with price for the most competitive cards, including the GeForce GTX 200 series, the 9800 GT and the 9600 GT.

The extent of the cuts and their impact on the graphics card market is unknown. As NVIDIA doesn't make cards of its own, the company can only affect the raw cost of the chipset and set recommended pricing. Third-party board makers are still free to adjust their prices, though computer builders using custom parts are more likely to be directly tied to NVIDIA's price.

AMD's ATI Radeon HD 4000 series has forced an uncommon amount of pressure on NVIDIA, which has had not only to lower prices but to quietly introduce chipsets like the GTX 260 Core 216 that offer performance equal to or better than same-price AMD equivalents.

Filed under: peripherals, digital imaging
Other story tags: NVIDIA, AMD, GeForce, ATI, Radeon